This is Trevor Young's original PR Warrior blog. The latest version can be found at www.prwarrior.com

June 16, 2013

Vive La (Global Microbrand) Revolution

In his classic novel A Tale of Two Cities, Charles Dickens opens with the immortal line:

“It was the best of times…it was the worst of times.”

Dickens could have been talking about doing business in today’s increasingly chaotic hyper-connected world.

“These are the best of times…” - ABSOLUTELY! We are living in incredible times, it’s an era where anyone with expertise in a particular subject and a desire to share their knowledge freely with the world (on and offline) has the potential to build a sustainable mini-business empire, literally from the comfort of their own home (or while travelling if that’s their want).

“These are the worst of times…” - yes, if you choose to stick your head in the non-digital sand and not take advantage of amazing opportunities available to experts, entrepreneurs, nonprofits – indeed, anyone with a story to tell, ideas to spread or a message to communicate.

But let’s stick to the positives, because they far outweigh any negatives as far as I can see

DEVELOP YOUR PLATFORM

Today, thanks to emerging new media technologies and the virtual communities they drive, it’s possible to develop a powerful online platform from which to amplify your voice and increase your visibility on a local, national or – should you choose to do so – global basis.

In my new book microDOMINATION, I describe a platform as a person’s unified online presence; for example, this could take in their blog, podcast series or video-based web show along with their followings on social mediums such as Facebook, Twitter and LinkedIn, plus their email list if they have one, and/or a magazine column, regular speaking gigs etc.

BUILD YOUR PERSONAL BRAND

With a strategic platform in place (and growing on a daily/weekly/monthly basis), your reputation as an authority in your field will flourish, resulting in a personal brand that’s increasingly recognised and importantly, trusted.

Concurrently, if you’re delivering compelling content and adding value through social media, your efforts will lead to a growing community or tribe of fans, followers, enthusiasts and advocates of what it is you do and how you go about doing it.

GROW YOUR PERSONALITY-BASED BUSINESS

Having a solid base of supporters – read: potential influencers and customers – consuming and sharing your content, in effect providing third party endorsement of what it is you do, provides a fantastic opportunity to package your expertise and commercialise your reputation.

Sources of income will vary but typically will include a combination of speaking, writing, creating digitally-based information products, consulting, training, coaching, running events or managing membership sites; sometimes they might include building an ‘old school’ physical business such as a marketing agency.

LIVE YOUR DREAM LIFESTYLE

You’ve built a sizeable platform, your brand is well known and respected, and you have developed a multifaceted business around your knowledge and your expertise. Now comes the kicker: you’re in a position to live life on your terms.

Want to remain a sole operator with no overheads? No problems. Perhaps you want to scale your business for global growth but don’t want to commit to physical premises or a large regular payroll? Assemble a specialist virtual team.

Maybe you want to live out of your suitcase and be on the road 80 per cent of the year while growing your business? No sweat – today, that is indeed a reality thanks to social technologies and cloud-based services.

So there you have it – the tools and technology to become what I call a micro maven are within your reach; they just need your expertise and passion to drive them.